PROJECT OVERVIEW
I designed packaging for needle-felted accessories, focusing on visual storytelling and creating a fun, engaging experience through the packaging. The goal was for the packaging to clearly communicate what the product is while still feeling playful. Each design reflects the quirky, slightly spooky character of Madame Jewellery and invites customers to interact with the products in a playful way.
Project type: Brand & Packaging
Project duration: Oct, 2025
Tools used:
Figma, Photoshop
VISUAL LANGUAGE
Based on the product and overall concept, I created a hand-drawn title to reflect the personality of Madame Jewellery. The illustrated Madame character and accessories help keep the tone playful and quirky, while adding a sense of storytelling.
Tomarik was used for headings and selected body text due to its hand-drawn, organic feel. The colour palette was chosen to complement the product tones and keep the visuals fun and expressive.
PACKAGING SYSTEM
SINGLE PACKAGE
Each accessory is packaged in a clear plastic bag with an illustrated paper header, allowing customers to see the product easily. The illustrations bring the story of Madame Jewellery to life: on the front, she wears a sly, mysterious expression; on the back, she’s holding a knife behind her back, adding a playful, cheeky narrative.
BOX SET
The accessory characters take centre stage, reflecting the brand’s fun and quirky personality. Whimsical copy invites customers to explore the illustrations and story, creating a playful and memorable unboxing experience.
COLOUR VARIATIONS
Explored pink and sky blue variations for the box set to see how different tones could affect the playful and whimsical feel.
CAMPAIGN VISUALS
I created a poster to showcase how the brand visually engages customers. The hand-drawn title and copy tell the story and bring the brand to life.
CONCEPT DEVELOPMENT
The products are handmade needle-felted brooches and a necklace. Because they are handcrafted, quirky accessories, I imagined them being sold in a small, mysterious jewellery store called Madame Jewellery, where she creates strange and unique pieces made from body parts. Based on this idea, I sketched packaging concepts and layouts that reflect the story, aiming for a playful, spooky tone that keeps the products fun and approachable.
TAKEAWAYS
The primary goal of this project was to create a fun and engaging experience. Since the accessories are shaped like body parts, I focused on using colour, illustration, and storytelling to make the products playful and approachable rather than uncomfortable. This project taught me how to balance quirky, unusual concepts with a user-friendly design. In the future, I would love to explore additional typefaces, illustration styles, and unique packaging formats to expand the world of Madame Jewellery even further.